AMWAY CHINA is preparing to bring 10,000 delegates to Bangkok for an event estimate to be worth at least US$26 million to Thailand’s visitor economy.
The Amway Leadership Seminar – Bangkok will also see Thailand Convention and Exhibition Bureau (TCEB) and Tourism Authority of Thailand rolling out an itinerary based on “slow living”.
The event, scheduled to take place from March 4 to April 13, 2026 also coincides with the 50th anniversary of diplomatic relations between the People’s Republic of China and Thailand.
TCEB said securing the seminar was the result of more than two years strategic collaboration between TCEB, Amway China and Thai partners. Thailand has supported Amway’s incentive programmes since 1997.
For the 2026 edition, TCEB has helped shape the “Slow Living” concept, curating localised experiences and arranging services such as immigration procedures through its airport MICE Lane Service, coordinating safety and supporting retail, dining, and cultural offerings.
“We are honoured to collaborate with Tourism Authority of Thailand under the banner ‘Team Thailand’ in welcoming Amway (China) back to Thailand,” said Supawan Teerarat, President of TCEB.
“Hosting over 10,000 delegates not only reflects the vibrancy of China-Thailand relations but also highlights trust in Thailand’s creative capabilities in delivering high-value and innovative MICE experiences that go beyond conventional thinking of MICE programmes, thus fulfilling the shifting needs of business world.
“This will be a landmark event in Thailand’s MICE and tourism industries and demonstrates Thailand’s in-depth strategy to stand out as a premier destination,” Teerarat added.
BANGKOK SLOW LIVING
Departing from traditional sightseeing, the seminar will highlight Bangkok’s riverfront lifestyle through the “Riverfront Living Circuit”.
TCEB said Amway China delegates will engage in cultural explorations and culinary journeys, including riverside meditation, mindfulness sessions, and tastings at iconic local eateries.Luxury accommodations will feature Thai spa traditions, yoga, and cultural workshops, offering a holistic “slow living” experience that reflects the depth of Thai culture.
Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, described Bangkok as a “dynamic gateway to Southeast Asia” and a city where tradition meets transformation.
“Through our ‘Vibrant Bangkok City’ initiative, we invite delegates to immerse themselves in the rhythm of local life: savouring street-side delicacies… exploring hidden temples nestled between skyscrapers, and engaging with artisans who preserve Thailand’s cultural legacy,” she said. “This is experiential travel at its finest – rooted in authenticity, crafted with care.”
Kiatphaibool said the seminar reflected Thailand’s readiness to deliver world-class MICE experiences with a uniquely Thai touch.
“As we celebrate 50 years of China-Thailand relations, we reaffirm our commitment to purposeful tourism where every journey is enriched by genuine connection and every moment leaves a lasting impression,” she said.
TCEB expects the seminar to generate substantial economic benefits across Thailand’s hospitality, catering, transport, and cultural sectors. It will also serve as a showcase for “The New Thailand” tourism strategy, which integrates heritage, wellness, and modern lifestyle elements tailored to MICE travellers.
“This event will not only boost Thailand’s economy but also inspire thousands of participants to rediscover Thailand in new ways,” said Teerarat, the TCEB president. “We look forward to deepening our friendship with China and welcoming Amway delegates to an unforgettable Bangkok experience.”
The event is projected to generate over THB 858 million (about USD26m) in direct revenue and create more than 860 jobs across key service industries. Additionally, it is expected to contribute THB 38 million in tax revenues.
